2020 Silver Vertex Award Winners

Pams

Private Brand: Pams
Retailer: Foodstuffs Own Brands Limited
Country: New Zealand
Category: B2. Redesigned Brand
Agency: Brother Design

Credits:

Justine Rankine, Creative Director / Senior Designer, Brother Design
Mahani Jones, Senior Designer, Brother Design
Nicole Blackwood, Senior Account Manager, Brother Design
Melanie Jenkins, Photographer, Flash Studios
Jo Wilcox, Food Stylist, Silverspoon
Melanie Steffensen, Marketing Manager, Foodstuffs Own Brand

Summary:

To create a new packaging design system for the Pams mid-tier brand. The design needed to communicate affordability, quality & functionality across a diverse range of products and formats, in a way that made it easy for consumers to find Pams products in the supermarket, regardless of category.

The new Pams packaging design builds quality, trust & consumer confidence through the use of a consistent brand architecture across all packaging.

A white tab holds key product information for functionality & shopper ease, leaving the rest of pack to showcase each product through delicious, emotive & inspirational photography with a relaxed styling.

By Christopher DurhamPublished On: May 26th, 2020Tags: 2020, R-BASIC, R-PRO, silver, SP-BASIC, SP-PLUS, SP-PRO, vertex awards

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.